B&M will donate to Alder Hey charity when customers buy household essentials

Discount store giant B&M has announced a fundraising campaign with Alder Hey Children’s Hospital which will see it donate cash to the charity every time customers buy certain household essentials.

The partnership with Proctor and Gamble, which makes products like Fairy washing up liquid and Pampers baby wipes, will help with the creation of a Surgical Neonatal Intensive Care Unit at Alder Hey.

Just by shopping at B&M stores for P&G health, beauty and cleaning products, customers can now play their part in changing the lives of families whose babies are being treated at the hospital.

B&M, which has its headquarters in Speke and more than 20 stores across Liverpool City Region, has pledged to make a 5p donation from each sale directly to the hospital’s charity, with a minimum donation of £55,000.

Proceeds will go towards the new state-of-the-art SNICU which will offer 22 neonatal cots and feature 18 individual family rooms – a first anywhere in the UK – where parents can be alongside their poorly newborn babies while they’re receiving expert care.

The Charity’s Surgical Neonatal Appeal, launched by Reds legend Jamie Carragher with a fundraising target of up to £3million, aims to provide extra enhancements and equipment for the clinical and family areas in the unit, which will become a world-leading centre for families with their babies.

Staff from Liverpool Women’s Hospital will work alongside Alder Hey staff at the new Surgical NICU to make sure that poorly babies are transferred between the two hospitals as little as possible.

Fiona Ashcroft, CEO of Alder Hey Children’s Charity, says they are delighted to be partnering with one of the UK’s biggest retailers, B&M, and with P&G, which produces some of the most iconic brands on the shelves.

“The 5p per pack donation will help us quickly ensure we can support as many families as possible when their newborn babies are at their most vulnerable,” she added.

Shoppers will be able to spot the items which are supporting the new unit by looking out for Alder Hey and P&G branding at the end of aisles in store. The range of products coming under the campaign – 42 in total – will include Fairy, Flash, Daz, Febreze, Fairy Non-Bio, Lenor, Ariel, Herbal Essences, Pantene, Oral B, Gillette, Venus, Always, Always Discreet and Pampers.

Simon Arora, CEO of B&M said: “This appeal supports a charity very close to our hearts. Being a Merseyside-based business, Alder Hey Children’s Charity has personally touched the lives of so many of our colleagues, their families and friends with the fantastic work they do to raise funds for life-saving specialist medical equipment and their patient-friendly campus.

“We’re pleased to be working alongside Proctor & Gamble with this appeal and together, with help from our wonderful customers, we can help build a truly world-class facility for vulnerable babies in the region”

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